BtoB PR, Marketing Agency Arketi Group Offers Technology Co
Pointers For Crafting Positioning and Messaging That Sells
Now More Then Ever Tech Companies Need To Ensure Their Positioning and M
06.01.2009 – High-tech BtoB public relations and marketing firm Arketi Group
(www.arketi.com) outlines four “must haves” in positioning and messaging for
technology companies seeking to attract enterprise customers.
“Great companies ensure their positioning and messaging stands out and makes a
point,” said Sami Jajeh, principal at Arketi Group. “Even more importantly, a real
point that customers care about, therefore ensure it will help the sales organization
With decades of PR and marketing success, the team at Arketi offers four “must
haves” for any tech company seeking powerful positioning and messaging.
1 - It’s the target market stupid!
Know who the target market is for your product or service. Companies often surmise
that their current customers are the best ones for new products, but that may not be
the case. Similarly, don’t assume that a specific vertical is best for your products, or
that the CEO, COO or CFO is the buyer, when they couldn't care less about your
product. Understanding whom you are targeting is the first step in any messaging
effort. (For an example of targeted messaging in action, see Flo Healthcare – notice
there are four distinct targets, with tailored messages for each.)
2 - Research! Research! Research!
With the target in hand, good messaging requires good research. Whether you are
doing incidental research by calling ten or twenty prospects, or you are doing in-
depth discrete choice analysis, you need to understand two critical buying criteria.
1) why would the customer actually buy the product?
2) what do customers care about when they buy the product?
3 - The features vs. benefits war
Too often messages are focused on describing who the company is or what the
product does. While this can work in early stage markets, where